Taboola launches CTV product with Paramount
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Taboola, the publicly traded ad tech giant, is partnering with Paramount Skydance to create a new product, Performance Multiplier. It will help extend the reach of Paramount's small- and medium-sized advertising partners across the open web.
Why it matters: The partnership opens Taboola up to the $33 billion U.S. connected TV (CTV) market, while helping Paramount scale its advertising business for small- and medium-sized marketers.
Zoom in: The new tool will leverage Taboola's Realize AI tech, which allows publishers to sell performance ads across the open web.
- It will be integrated into the self-service, ad-buying platform Paramount Ads Manager, making it accessible to advertisers with any budget.
- Taboola has an existing network of over 9,000 publisher partners that reach hundreds of millions of users across the open web.
Between the lines: The Performance Multiplier tool can be used to expand the ads and messages from Paramount's CTV partners to the inventory of its publishing partners, which spans everything from display to social media video.
- They will be able to view ad effectiveness metrics, such as clicks, sign-ups and purchases, through a custom dashboard available through Paramount's self-service ad portal.
- "Essentially, this is really to help small- and medium-sized businesses as well as mid-market companies improve their return on advertising spend by retargeting high-intent viewers beyond just CTV streaming," said Emily Huo, head of small- and medium-sized business advertising at Paramount.
Zoom out: With the deal, Paramount becomes Taboola's first streaming partner for its Realize technology.
- Earlier this year, Taboola struck a landmark deal with Microsoft to sell display ads for MSN.com, Microsoft Outlook, Games and Microsoft's broader Office Suite, using Realize.
The big picture: CTV ads, or spots that run on television through an internet connection, are gaining market share as more marketers switch from traditional spots to ads they can better target and measure.
- But CTV ads can still be hard to attribute to sales outcomes, because they lack the same click-through proxy metrics that have been effective for marketers on the open web for years.
- Marrying the reach and brand lift from CTV with inventory that's easier to measure on the open web will help performance marketers better scale and maximize the performance of their CTV ad campaigns.
The bottom line: "TV is obviously a huge market. ... As we've seen across almost any part of the advertising industry over the last five years — going back to the pandemic, recessions, wars, etc. — the idea that you can spend without having a very good outcome attached to it is much harder," said Taboola founder and CEO Adam Singolda.
What's next: The tool is currently available in beta within Paramount Ads Manager. It will be rolled out widely across all advertisers by early next year, per Huo.
